Vodafone will launch its own TV service next spring, alongside a new broadband offering.
Exact details of the TV service are still under wraps. The red network could follow BT's lead and launch a YouView-based service, or, like EE, launch its very own set-top box.
Vodafone made the announcement as part of its financial results, presumably to show it's keeping step with the likes of EE and TalkTalk, both of which offer mobile, landline, broadband and TV services (aka 'quad play').
Speaking about the plans, CEO Vittorio Colao said: "We have a wide, wide range of content agreements, distribution content agreements with the usual suspects and the usual big brands. So we think we have a very solid competence that we can deploy further in this area but please don't ask me today if I'm going to bid for football rights because that's not the priority for the time being."
Sounds like a touchy subject.
Vodafone already offers a choice of Now TV, Sky Sports Mobile TV, Netflix, or Spotify for customers on certain 4G contracts, so it has already dipped a toe in the entertainment pool. Whether its TV offering will involve these companies is impossible to tell at this stage. But with next-fen Freeview on the way, HBO launching its own streaming service, the BBC's download store incoming, and the war between Netflix and Amazon Prime Instant Video growing more bloody by the day, more competition can only be good news for telly addicts.